By  on February 7, 2018

Long before Fenty by Rihanna woke the industry up to shoppers’ quest for more shade ranges of foundation, a cohort of women were meeting such frustrations head on.

In the last five years, retailers estimate they have seen about a 30 percent upswing in the number of minority- and female-owned brands presenting lines to them. Power players from Walmart to Sephora are taking notice and clearing shelf space for the upstart companies. 

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